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(共62张PPT)
Unit 5 Platform-inside Marketing
Learn how to set the platform-inside marketing tools.
1
Learn how to mastermind a store promotion.
2
Learn how to market the products.
3
Learning Objectives
After studying this chapter, you are expected to：
Learn relative words and expressions.
4
Part 1 Lead-in
Part 2 Reading
Part 3 Oral Practice
Part 4 Comprehensive Tasks
Part 5 Supplementary Materials
PART ONE
Lead-in
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PART 1
Lead-in
1. Try to translate these Chinese phrases into English.
（1）曝光率 ______________ （6）店铺诊断 ______________
（2）转化率 _____________ （7）商品定价 ______________
（3）点击数 ______________ （8）营销活动 __________________
（4）站点流量 ______________ （9）联盟营销 __________________
（5）商品优化 ______________ （10）品牌推广_________________
conversion rate
exposure rate
click rate
store diagnosis
on-site traffic
product optimization
product pricing
brand promotion
marketing campaign
affiliate marketing
PART 1
Lead-in
2. Answer the following questions.
Answer: “Double 11”, “618 Jingdong Anniversary”, “Black Friday”, “Cyber Monday” and so on. / Yes. On that day if the items on my Wish List or in my Shopping Cart are at a reduced price, I will be attracted to place the order.
（1）Which online shopping festival appeals to you most Will you buy a lot of things on that day
（2） Can you make a list of common marketing activities for the platform campaign and the store promotion
Answer: Clearance sales, final clear out, end-of-season sales, the-year-end promotion, anniversary sales, anti-seasonal sales, group purchase, new-arrival, new product release, etc.
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PART TWO
Reading
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PART 2
Reading
A series of year-end promotions, such as “Black Friday”, “Cyber Monday” and “Double 11”, have become a shopping gala for global consumers. Among them, “Double 11”, which is jokingly called as “Chopping-Hands Festival”, has been the ever most successful shopping campaign in the world masterminded by Alibaba, China’s e-commerce giant. According to the latest official statistics, 2019’s Double 11 has broken every GMV record once again, with $38.379 billion total revenue. In just 15 minutes, Alibaba eclipsed American “Cyber Monday” e-commerce sales of 2018, confirming its leadership in the e-commerce sector.
The four keywords of this 11th edition are: live-streaming, cross-border e-commerce, green 11.11 and global reach. As stated by Alibaba in 2019, Tmall Global has helped over 22,000 brands from 78 countries and regions sell over 620,000 products to China via cross-border channels. Kaola, which
How to Use AliExpress Marketing Tools
译文
joined for the first time this year, introduced over 10,000 international brands to meet Chinese consumers’ increasing demand for international products.
As for cross-border e-commerce sellers, how shall we take a share in this grand feast The first step is to grasp how to make the best of the inside-platform marketing tools which can facilitate quick order placement and improve store conversion. For example, there are seven edge tools in AliExpress, namely Limited Discounts, Store Discounts, Discounts on Order, Exemption from Postage on Orders, Store Coupons, Shopping Vouchers and Store Interactions.
Let’s take “Limited Discounts” for example and see how to create them step by step.
PART 2
Reading
Step 1.
Choose “Store Promotions” on the web-page “Promotions” and Click “Create Promotion”.
PART 2
Reading
Step 2.
Choose “Store Promotion Type: Limited Time Discounts with Limited Quantities” and enter “Basic Store Information” as follows.
Promotion Name: The product name should be no more than 32 characters.
Promotion Starting Time / Promotion Finishing Time: Set a specific time to release and end the promotion. Promotional dates and time are based on Pacific Standard Time.
PART 2
Reading
Step 3.
Confirm the store information you put in and click the tag below “Add Products”. Select the items and set the discount inventory and purchase limit quantity. The discount rates for mobile devices should be higher than those on the full site. You can also provide a higher discount to a targeted group, such as store followers and new buyers. The additional discount should be superimposed on the original site-wide discount and mobile device discount.
PART 2
Reading
Step 4.
Click “Release”. Once the promotion is released, the product information concerned is locked up and allows no further edit, unless the products are removed from shelves. Thus, the sellers are supposed to get the edition well-prepared before launching the promotion.
PART 2
Reading
New Words
gala
[ ɡe l ] n.
1
New Word
e.g. a charity gala
慈善义演
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Ⅰ. a special public celebration or entertainment 庆典；盛会；演出
Ⅱ. a sports competition, especially in swimming 体育运动会
e.g. a swimming gala
游泳比赛
mastermind
英 [ mɑ st ma nd] 美 [ m st rma nd] v.
01
New Word
2
to plan and direct a complicated project or activity
策划，操纵，领导（复杂的事情）
e.g. He was the person who masterminded the plan to acquire the explosives.
他是获取炸药计划的幕后操纵者。
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eclipse
[ kl ps] v.
New Word
3
to make sb/sth seem dull or unimportant by comparison
使失色；使相形见绌；使丧失重要性
e.g. The space programme has been eclipsed by other pressing needs.
这项太空计划与其他的紧迫需要相比已经黯然失色了。
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feast
[fi st] n.
New Word
4
a large or special meal, especially for a lot of people and to celebrate sth 盛宴；宴会
e.g. a wedding feast
婚筵
The evening was a real feast for music lovers.
这个晚会真是让音乐爱好者大饱耳福。
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facilitate
[f s l te t] v.
5
New Word
to make an action or a process possible or easier 促进；促使
e.g.The new airport will facilitate the development of tourism.
新机场将促进旅游业的发展。
e.g. Modern inventions facilitate housework.
现代发明便利了家务劳动。
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voucher
[ va t (r)] n.
01
New Word
6
a ticket or piece of paper that can be used instead of money to pay for something. 代币券；购物券
e.g. The winners will each receive a voucher for a pair of movie tickets.
获胜者每人将获得一张代币券，可换取两张电影票。
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superimpose
[ su p r m p z] v.
New Word
7
to add some of the qualities of one system or pattern to another one in order to produce sth that combines the qualities of both
使重叠；使叠加；使附加于
e.g. Patterns of public administration and government are superimposed on traditional societies.
公共行政与管治模式被生搬硬套于传统社会之上。
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edit
[ ed t] v./n.
New Word
8
Ⅰ. (v.) to prepare a piece of writing, a book, etc. to be published by correcting the mistakes, making improvements to it, etc. 编辑，编纂，校订
e.g. The majority of contracts give the publisher the right to edit a book after it's done.
大多数合同都会赋予出版商在书稿完成后进行编辑的权利。
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e.g. I had time to do a quick edit of my essay before handing it in.
我呈交论文之前，有点时间去很快地校订了一遍。
Ⅱ. (n.) 编辑，编纂，校订
Phrases & Expressions
GMV（Gross Merchandise Volume）
01
P&E
e.g. Many people tend to assess our business model solely on the basis of the growth rate of our gross merchandise volume (GMV).
许多人仅仅通过我们商品交易总量的增长率来评估我们的商业模式。
Phrases & Expressions
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（一段时间内）商品成交总额
01
P&E
02
live streaming
e.g. Live streaming, sending images in real time to the Internet's vast public, is all the rage in the fashion world.
现场直播，将图像实时传送到互联网大众的面前，在时尚界风靡一时。
Phrases & Expressions
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实时直播；视频直播
P&E
03
make the best of
Phrases & Expressions
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充分利用
e.g. If we want to reap a harvest, we have to make the best of time and work hard.
如果我们想要有所收获的话，就必须善用时间、努力工作。
P&E
edge tools
Phrases & Expressions
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利器
04
P&E
05
exemption from
Phrases & Expressions
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免于
e.g. These goods are subject to exemption from tax.
这些货物可以免税。
P&E
06
Pacific Standard Time
Phrases & Expressions
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太平洋标准时区
e.g. The concert will be available to watch live on YouTube and is due to start at 8.30 pm Pacific Standard Time.
这场演唱会将在YouTube上实现同步观看，开始时间是太平洋标准时间晚上8:30。
P&E
07
mobile devices
Phrases & Expressions
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移动设备
e.g. Instead of paying by cash, customers now pay for goods simply by typing a short password into Alipay app on their mobile devices.
现在消费者只需在移动设备上的支付宝应用程序中输入一个简短的密码就可以支付商品，而不是用现金支付。
Exercise 1
（　）（1）“Double 11” is an e-commerce platform masterminded by Kaola.
（　）（2）Online customers’ hands will be chopped on the “Double 11” shopping festival.（　）（3）The four keywords of the 11th “Double11” are: live-streaming, cross-border
e-commerce, green 11.11 and global reach.
（　）（4）When setting “Limited Discounts” on AliExpress, you should fill in the
promotional dates and time on the basis of Beijing Standard Time.
（　）（5）On AliExpress, the discount rates for mobile devices should be higher than
those on the full site.
Decide whether the statements are True (T) or False (F) according to the text.
T
F
F
F
T
Exercise 2
Match each word or phrase in the left column with its Chinese meaning in the right.
( )(1) Limited Discounts
( )(2) Store Discounts
( )(3) Discounts on Order
( )(4) Store Coupons
( )(5) Exemption from Postage
on Orders
( )(6) Shopping Vouchers
( )(7) Store Interactions
a. 满包邮
b. 限时限量折扣
c. 全店铺打折
d. 满件减 / 满元减
e. 店铺互动
f. 店铺优惠券
g. 购物券
c
d
f
b
a
g
e
Exercise 3
（1）Though a talented player, he was completely __________ by his brother.
（2）I know this draft text will need to be ______.　　　
（3）The new trade agreement should ___________ more rapid economic growth.
（4）This concert was really a __________ for music lovers.
（5）He was given ____________ from the final exam.
（6）He tried to ____________ his own understanding onto this fairy tale.
（7）There are many rumors as to who _________________ the attacks.
（8）This ___________ entitles you to 20% off your next purchase.
Complete the following sentences with the words or phrases in the box. Change the form if necessary.
eclipsed
edited
facilitate
exemption
superimpose
masterminded
voucher
feast
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如何使用速卖通营销工具
“黑色星期五”，“网络星期一”以及“双十一”等一系列的年终促销活动已成为全球消费者的购物狂欢节。其中，“双十一”，又被戏称为“剁手节”，已成为中国电商巨头阿里巴巴集团所策划的最成功的营销活动。根据最新官方数据显示，2019年“双十一” 成交额总计383.79亿美元，再创历史新高。当日只用了15分钟时间，阿里巴巴即超过美国2018年“网络星期一”的电商销售总额，确定了其在电商行业的领先地位。
参考译文
第十一届“双十一”的关键词有四个，分别是：实时直播，跨境电商，绿色11.11和全球覆盖。据阿里巴巴所述，天猫国际帮助超过2.2万个来自78个国家和地区的品牌通过跨境渠道，销售了逾62万件商品进入中国市场。考拉海购这年首次加入，为满足中国消费者对国际产品逐渐增长的需求，引进了1万多国际品牌。
对于跨境电商卖家而言，应如何在此盛宴中分得一杯羹呢？首先需掌握如何充分利用站内营销工具，加快顾客下单速度，提高店铺转化率。例如，速卖通上有7个营销利器：限时限量折扣，全店铺打折，满件减/满元减，满包邮，店铺优惠券，购物券和店铺互动。
参考译文
我们以“限时限量折扣”为例，了解如何一步步创建。
第一步：在“促销”页面选择“店铺促销”，点击“创建”。
第二步：选择“店铺促销类型：限时限量折扣”，并输入如下“店铺基本信息”：
活动名称：产品名称应不超过32个字符。
活动起止时间：设置开始和终止活动的具体时间，活动日期和时刻以太平洋标准时间为准。
参考译文
第三步：确认输入的店铺信息，点击“添加商品”图标。选择商品，并设置折扣库存和限购数额。移动设备端的折扣率应高于全站折扣率。你也可为目标群体设置稍高折扣，如店铺粉丝或新手买家。额外折扣应可与原始全站折扣和移动设备端折扣叠加使用。
第四步：点击“发布”。一旦活动发布，相关产品信息即被锁定，除非下架商品，否则不可编辑修改。因此卖家在启动促销活动前需做好编辑准备工作。
参考译文
PART THREE
Oral Practice
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PART 3
1. Supposing you are a shop assistant, please introduce the recent store promotion activities on the basis of the discount information given in the below picture.
Sample Answer
New NAVIFORCE men sport watch is on sale recently. Its original lowest unit price is 45.98 dollars. If you place the order within two days, you can enjoy a limited-time discount of 63%. Nevertheless, if you are a new user, you will receive an extra new-user coupon of US $2.00. What’s more, if your total order value exceeds 20 dollars, you can instantly get 1 dollar off. The more you pay, the more discounts you get. The coupons and additional discount are superimposed on the original discount, so this special offer is the most favorable for 30 days.
PART 3
1. Supposing you are a shop assistant, please introduce the recent store promotion activities on the basis of the discount information given in the below picture.
Sample Dialogue
Situation: (Kate, a store owner on AliExpress, is talking to her customer, Jim, who is from America.)
Jim: Hi, anyone there
Kate: Yes. Welcome to our store. What can I do for you
Jim: I am interested in the men sport watch in your store. Wait a moment please. I will send you the link.
Kate: This style is our latest bestseller and you really have a good taste. If you place the order within two days, you can enjoy a limited-time discount of 63%. Nevertheless, if you are a new user, you will receive an extra new-user coupon of US $2.00.
PART 3
2. Read the following dialogue and practice making similar dialogues according to information given below.
Jim: Great! In addition, what does “Instant Discount: US$ 1.00 off per US$ 20.00” mean
Kate: This is our special offer. If your total order value exceeds 20 dollars, you can instantly get 1 dollar off. The more you pay, the more discounts you get.
Jim: Are the coupons and additional discount superimposed on the original discount
Kate: Of course. We can assure you that this special offer is the most favorable for 30 days.
Jim: OK, I see.
Kate: If you have other questions, feel free to ask me.
Jim: Thanks.
PART 3
2. Read the following dialogue and practice making similar dialogues according to information given below.
Simulated Conversation
Situation:
(The buyer is talking to the seller online, asking for the store promotional activities for sports shoes.)
Buyer: Hello Is anyone online
Seller: Hello, can I help you
Buyer: I want to buy a pair of sports shoes. Do you have anything to recommend
…
PART 3
2. Read the following dialogue and practice making similar dialogues according to information given below.
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PART FOUR
Comprehensive Tasks
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PART 4
（1）Sponsored Products is a cost-per-click advertising solution that enables you
to promote the products you sell with advertisements that may appear in highly visible placements on Amazon.
______________________________________________________________________________________________________________________________________________________________________________________________________
2）Sponsored Brands campaigns help customers discover and engage with your brand in prominent search placements, and generate awareness and consideration with customizable advertisements that link directly to a landing page or a store.
______________________________________________________________________________________________________________________________________________________________________________________________________
1. Translate the following sentences into Chinese.
商品推广是一种按点击量付费的广告解决方案，让您能够通过广告来推广您销售的商品，并且这种广告有可能出现在亚马逊上高曝光度的广告位中。
品牌推广活动可以帮助买家在搜索结果中显眼的广告位发现您的品牌并与之互动，并能通过直接链接到着陆页或品牌旗舰店的可定制广告来提高品牌认知度和满意度。
PART 4
（3）The cost-per-click bid is the cost per click you are willing to pay when someone clicks your advertisements.
_____________________________________________________________________
（4）The lifetime budget is the total amount that you are willing to spend on one campaign for as long as it runs. Once your campaign has reached the lifetime budget limit you have set, it will stop running advertisements.
__________________________________________________________________________________________________________________________________________
（5）Amazon Advertising products provide detailed performance data to help you understand your return on investment (ROI) from the service and optimize your campaigns.
__________________________________________________________________________________________________________________________________________
1. Translate the following sentences into Chinese.
单次点击成本竞价是指有人点击您的广告时您愿意支付的每次点击费用。
生命周期预算是指您愿意在一个广告活动的投放期内为其花费的总金额。广告活动达到您设置的生命周期预算限制后，就会停止投放广告。
亚马逊广告产品提供详细的业绩数据，帮助您了解该服务的投资回报率 （ROI）并优化您的广告活动。
PART 4
2. Read the promotion information for Black Friday on AliExpress and answer the following questions.
Picture 1：
PART 4
Picture 2：
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Picture 3：
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Picture 4 (I)：
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Picture 4 (II)：
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Picture 5：
PART 4
（1）When does the Black Friday sale start
__________________________________________________________________________
（2）How can the customers earn coins
____________________________________________________________________________________________________________________________________________________
（3）How can the customers exchange coins for coupons
____________________________________________________________________________________________________________________________________________________
（4）What are the AliExpress Coupons
__________________________________________________________________________
__________________________________________________________________________
_________________________________________________________________________
2.Read the promotion information for Black Friday on AliExpress and answer the following questions.
When you add items to your cart, you can earn 5 coins for each item, but you can only earn up to a total of 50 coins per day.
Simply pick a coupon for your coin exchange. Coupons are valid to use from Nov. 29, 2019 12:00 AM PT to Dec. 3, 2019 11:59 PM PT.
AliExpress Coupons can be used in any store on AliExpress. You can use AliExpress Coupons on combined orders from different stores, but you can use one AliExpress Coupon per order.
The sale starts from Nov. 29, 2019 12:00 AM PT.
PART 4
（5）What are the Select Coupons
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
（6） What are the Store Coupons
______________________________________________________________________________________________________________________________________________________________________________________________________________________________
Select Coupons can only be used in selected stores. Check your item’s product detail page to see if you can use a Select Coupon. You can filter your search results to view products which accept the Select Coupons for the sale. Depending on the store rules, you can use one or more coupons per order. You can get Select Coupons on sale pages or product detail page, by playing games or exchanging your coins for coupons.
Store Coupons are provided by store sellers and can only be used in specific store that issued them. One coupon can be used per order. You can get Store Coupons for free on the store page or product detail page, or by exchanging your coins for coupons.
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PART FIVE
Supplementary Materials
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Amazon Advertising Introduction
Advertising with Amazon can help you grow awareness of your brand and reach shoppers searching for products like yours.
With our cost-per-click advertising, you can manage your campaigns with our Campaign Manager tools and reports. You can see how much you’re spending for clicks on your ads, target keywords shoppers are using, and measure the impact of your campaigns. You can adjust your budget and bids at any time to test what’s working well, and to test new keywords.
Sponsored Products promotes the individual products you sell on Amazon. You choose which products to advertise, assign keywords or product attributes to target, and enter a cost per-click amount. When a shopper searches for one or more of your targets, your ad is eligible for display. When shoppers click your Sponsored Product, they are taken to the product detail page of the advertised product.
PART 5
Supplementary Materials
Sponsored Brands increases awareness of your products. The ad creative ( 创意 ) you build includes a headline, logo, and product images. When shoppers click your Sponsored Brand, you can specify whether they will go to the Amazon Store for your brand, or any page that displays your products on Amazon.
Product Display Ads are product or interest targeted display ads that drive traffic to a product’s detail page. The creative for your campaign is automatically generated through the ad builder. You are required to add a custom headline and logo before you submit the ad for review.
(From: Amazon Advertising)
PART 5
Supplementary Materials
亚马逊广告平台介绍
通过亚马逊推广商品可以帮助您提高品牌知名度，并能帮助吸引到搜索的商品与您的商品类似的买家。
使用按点击量付费的广告时，您可以使用我们的广告活动管理工具和报告管理您的广告活动。您可以查看自己支付的广告点击费用、定位买家使用的关键词，并衡量广告活动的影响。您可以随时调整预算和竞价，以便测试怎样的效果最好，并测试新的关键词。
商品推广用于推广您在亚马逊上销售的单个商品。您需要选择要推广的商品、指定需要定位的关键词或商品属性，并输入每次点击的费用金额。当买家搜索一个或多个您定位的目标时，您的广告就会显示。当买家点击您的商品推广广告时，他们会进入推广的商品的商品详情页面。
PART 5
Supplementary Materials
参考译文
品牌推广可以提高商品的知名度。您制作的广告素材包括头条、徽标和商品图片。当买家点击您的品牌推广广告时，您可以指定将他们转到您的亚马逊品牌旗舰店，或者转到亚马逊上显示您的商品的任何页面。
商品展示广告是针对商品或兴趣为导向的展示广告，能够将流量引导到商品详情页面。广告活动创意通过广告制作工具自动生成。您需要添加自定义头条和徽标，然后提交广告以供审核。
( 来源：亚马逊广告平台 )
PART 5
Supplementary Materials
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THANK YOU
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